Agency: ERGO Interactive


A client came to us with a problem. He wanted to connect with millions of small business customers, but his current e-Newsletter program had so many limitations that each individual small business owner was treated the same. The communication was seen by some as spam-just another email for a busy SBO to have to delete.

How could we create something that was actually useful? What would it take to turn a one-size-fits-all communication into a truly personalized one-to-one digital conversation?

Campaign objectives:


Develop an ongoing monthly communication to keep SBOs engaged with their card product and informed about new features, benefits and rewards.


Find a way to easily scale a monthly communication across multiple American Express card members with varying tenures, card products and business needs, without requiring multiple versions of assets.